With some reluctance, I’m again writing this week about genetically-modified organisms. My reluctance stems from the fact that on this topic, most people’s minds appear to be made up. People tend to be for ‘em or agin’ em, and for whatever reason, most aren’t open to listening to arguments that challenge their settled view.

My own views are undecided when it comes to the debate over labeling, and the environmental benefits, if any, of GMOs. I’m persuaded that the health risks of eating GMOs, which most Americans do every day, are zero or close to zero although, again, I’m not going to try to change the minds of those who believe otherwise. I’m concerned, finally, about the intellectual property issues surrounding GMOs, although, again, this is complicated because it takes many years and millions of dollars of investment to develop new crops.

Today’s story took root (pun alert!) last winter when I visited the Johnston, Iowa, headquarters of Pioneer, the big seed company owned by DuPont. (It’s near Des Moines, where I moderated a panel on food security at Drake University.) I toured a couple of labs — one for conventional breeding, another for genetic engineering, and chatted with scientists and executives. Pioneer has a fascinating history, by the way: It was founded in 1926 by Henry A. Wallace, who learned about plants as a young boy from his neighbor, George Washington Carver, and went on to become FDR’s secretary of agriculture and vice president.

In any event, while at Pioneer, I heard about genetically-engineered soybeans that have been branded as Plenish. They were designed to make soybean oil that is free of trans fats, and thus healthier than conventional soybean oil. Earlier, I’d heard about a biotech potato under development called Innate, which reduces black spots and thereby means fewer potatoes are wasted. These are among the first biotech crops to promise direct, tangible benefits to consumers, and I decided that was worth a story for Guardian Sustainable Business. Here’s how it begins:

It’s easy to understand why many Americans are unenthusiastic about genetically modified organisms (GMOs). Although supermarket aisles are lined with foods made from biotech crops – most cereals, frozen foods, canned soups, vegetable oils, soft drinks, baby formula, tofu and even milk contain GMOs – consumers have yet to see tangible benefits from GMOs. The biotech industry has been slow to develop food that is healthier, better tasting or longer lasting – to its political detriment.

As Food and Water Watch, a critic of GMOs, has argued, hyperbolically: “The only ones experiencing any benefits from GE crops are the few, massive corporations that are controlling the food system at every step and seeing large profit margins.”

That is about to change.

Pioneer, the big seed company owned by DuPont, is bringing to the market a brand of genetically engineered soybean called Plenish that the company says will produce a healthier oil, free of transfats. Plenish oils have been designed to replace the unhealthy partially hydrogenated oils used to fry food and to keep cookies and crackers, crackers and chips from going stale.

Meantime, the JR Simplot Co, the US’s biggest potato processor, is seeking regulatory approval for genetically engineered potatoes branded as Innate. Simplot says the Innate potatoes will limit black spots from bruising, deliver improved taste and reduce the formation of acrylamide, a naturally occurring chemical that has been identified as a potential carcinogen and is created when potatoes are cooked at high temperatures.

You can think of these new products as GMOs 2.0 – biotech foods designed not just for farmers but for consumers, too. Other examplesinclude the Arctic Apple, which like the Innate potato is engineered not to go brown, and a soybean oil enriched with Omega-3 fatty acids from Monsanto.